"The Way Forward" Carwow Advertisement 2016

Finishing off Lasercut Layers.

When watching television, I came across this advertisement and instantly fell in love with the physical paper effects it seemed to possess and instantly wanted to find out more information about it. Narrated by filmstar Sir Michael Gambon, the bespoke piece includes an intricate layering up of various frames made up of paper and applied to a wheel, relating to the aspect of cars within the advert's theme.
 Felix Wetzel, marketing director, decided to collaborate with a design team to make up a series of paper formats that would reflect the overall values that they wanted to show within the company. Creative Director Kevin Keenan found that with car wow they almost changed the wheel, and that the company itself depends on the car wheels, and therefore he decided to explore whether they could base the whole advertisement upon a simple aspect of a wheel.
Using a team of designers as well as a laser cutter, Keenan analysed the speed and movement of the wheel in order to produce a spinning mechanism that would make the advert seem like it was revolving around the wheel, inspired by the classic animation technique of Zoetropes.

Although it seemed at the time like a simple enough idea to layer up the paper upon paper in order to produce such an effect, I think there needs to be some recognition to the hard work and intricacy that went into the production of the advertisement, and I feel it's definitely one that stands out against other adverts, especially with it's physical characteristics.
The Making Of Video for the advertisement and the finished product are shown below.